In the age of the customer, traditional marketing programs are not meeting buyer expectations. Customer experiences can feel anonymous and fragmented. Buyers’ Journeys become rigid and quickly break down. Prospects expect pervasive personalization and dazzling digital experiences whenever and however they choose to interact with a brand. In this discussion, learn how Marketers can leverage Oracle’s new Account-Based Marketing capabilities to meet the increasing personalization demands of prospects. Also, gain insight into the breakdown of technology and organization silos that are creating fragmented buyer experiences.

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The Rise of Adap?ve Marke?ng The path to crea?ng data-driven, individualized customer experiences
Chris Lynch
Sr Director of Product Marke?ng
Oracle Marke?ng Cloud

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Safe Harbor Statement
The following is intended to outline our general product direc?on. It is intended for
informa?on purposes only, and may not be incorporated into any contract. It is not a
commitment to deliver any material, code, or func?onality, and should not be relied upon
in making purchasing decisions. The development, release, and ?ming of any features or
func?onality described for Oracle’s products remains at the sole discre?on of Oracle.
Oracle Confiden?al 2

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In Digital World, Life is a Sequence of Micro-Moments
2% Of marketers have the ability to iden?fy, deliver, and measure how effec?vely they serve customers in micro-moments
- Forrester
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The View of Your Ideal Customer Is Complex
11%
Of marketers have high confidence that they’re targe?ng the right audience
- Nielsen

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Customer Behaviors Happen Across a Spectrum
Anonymous Anonymous Known Known
Clicks on
Display
Searches
for Product
Watches
TV Ad
Adds to Cart
Purchases
Product
Reads SMS
Message
Clicks on
Email
Receives Push
NoFficaFon

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Content and Execu?on Tied to Channels
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93%
Of marketers report silos by
channel.
-eConsultancy

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81% of non-C-
suiters have a
say in purchase
decisions.
-Google/Millward Brown Digital
The Buying Process Extends Beyond Individuals

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On average, 5.4
people are involved
in today’s B2B
purchase decisions.
-CEB
B2B Purchase Decisions Are Complex

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The Concept of Adap?ve Marke?ng
Build an ID Graph That Spans Anonymous and Known Data
Intelligently Orchestrate Micro-Moments
Make Content Collabora?on Channel Agnos?c
Test & Op?mize the Customer Experience

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Build an ID Graph That Spans Anonymous and Known Data
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Age: 29
In Market: Network Infrastructure
Offline: Agended Event
ANONYMOUS
KNOWN
TV
SEARCH
DISPLAY
VIDEO
SMS
EMAIL
WEB
SOCIAL

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Intelligently Automate Micro-Moments with Both Behavioral and
Purchase Interac?ons
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Incorporate Account-Based Marke?ng Strategies
Grow
Leverage engagement and
conversion data to find
customers that look like
your ideal ones.
Engage
Engage prospects with
contextualized
experiences.
Convert
Drive funnel conversions
by delivering ?mely
content.
Acquire
Deliver new customer
acquisi?on through on-
going nurture.

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Personal Engagement Exceeds Goals and Increases Lead Quality
276% over target goal
Eaton used Oracle Marke?ng Cloud to drive website traffic and en?ce
poten?al customers to create more than 4,500 personalized infographics.

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Make Content Collabora?on Channel Agnos?c
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150%
Increase in lead-to-customer conversion rate with customer stories
Content Marke?ng Boosts Organic Search and Conversion

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Test & Op?mize the Customer Experience
Who?
What? Where?
When?
Why?
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8% Increase in conversions from op?mized product pages
Online Tes?ng Drives Higher Web Revenue

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Thank You
David Johnson
Blog:
hgps://blogs.oracle.com/marke?ngcloud/